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According to a recent eMarketer article people are using social media in all sorts of situations but what's the weirdest place you've used Twitter, Facebook, MySpace, LinkedIn or any other social site before (and we want to see some crazy 'other' responses)?
Take our poll now (and be honest):
Travelocity Offers Hope in Evolution of Display Advertising. Targeted Audience and Real-Time Campaign Updates Put Brand's Efficiency Ahead of the Industry Curve
An early sign of hope for the channel comes from Travelocity, whose best-performing online ad campaigns came after the No. 2 online travel agency sought to deliver customized messages based on its visitors' site search history.
Last year, the travel site dumped the old way of online display ads, such as serving up generic messages like "Find low fares on Travelocity. Book now." Its messages are now targeted in real-time based on visitors' most recent search activities.
Travelocity's targeted approach has yielded big improvements over its previous online campaigns; new campaigns require fewer ad impressions to convert site visitors to purchasers, driving Travelocity's cost-per-transaction down 79%. It also saw a 230% increase in bookings; click-through rates jumped 651%.
Wow, nice press release but unfortunately Vodafone was doing the same thing already two years ago with our help, I know we should have started writing our blog earlier. Back then we dynamically wrote Eyeblaster re-targeting tags into pages based on product pages visited, external search terms as well as internal site search terms which then allowed us to customize the display banner activity outside the Vodafone website. Drop us a line if you're interested in a similar solution to improve your media ROI. It's not rocket science, can be implemented quickly and only needs a bit of planning.
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Interesting survey (details below), paints a completely different picture to the previous research I've seen on eMarketer. Would be nice to see some Australian results on this topic.
"ABOUT two-thirds of Americans object to online tracking by advertisers — and that number rises once they learn the different ways marketers are following their online movements, according to a new survey from professors at the University of Pennsylvania and the University of California, Berkeley."
Original article
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Awesome McKinsey article on the changing purchase funnel which really isn't a funnel anymore after all, it's more like a circle. The implications for brand advertising/equity and the role of search in the buying process are massive.
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